Eco-Chic

Eco-Chic

The Strategic Marketing Plan

Matau Marina SimonaNichilciuc Andreea Oana

Olteanu Ioana Ramona

Table of ContentsA. The Executive SummaryB. The presentation of the current situation through the analysis of the marketing

environment 1.Presentation of the situation 2. Vision, mission, values, general objectives 3.Analysis of the marketing environment 4.SWOT Analysis 5.Segmentation 6.Targeting 7.PositioningC. The presentation of the strategic marketing proposals/propositions defined for the next

three years 8.The length of time and the budget of the strategic marketing plan 9.Marketing Objectives- medium term 10.Strategic areas of major interest to the organisation 11.The marketing mix 12. Monitoring the fulfilment of the objectives and strategic plan review D.Conclusion

A.Executive Summary

B.Presentation of the current situation1.Presentation of the situation

Who?What?When?Where?Why?

B.Presentation of the current situation2.Vision ,mission, values, general objectives

Vision

The Eco-Chic brand and lifestyle concept will become a market leader in developing environmentally friendly products contributing to help our earth remain beautiful.

Mission Our mission is to create value and make a difference

for youth and the environment by producing and commercializing fashionable eco clothes and accessories at accessible prices.

B.Presentation of the current situation2.Vision ,mission, values, general objectives Values Respect for the environment and the people

we work with, whether in production or retail Customer enthusiasm Integrity and accountability Teamwork Innovation Continuous improvement

General objectives for the next three years to make 100% natural clothes and accessories, using resources and

production methods which have minimal impact on the environment and collaborating only with environmental friendly companies;

to maintain competitive prices for the quality natural materials and fabrics we use;

to promote the best possible working conditions in the factories we associate with , putting an emphasis on safety, equality, diversity, training and reducing work accidents with 50%;

to double our number of customers and to increase brand awareness ;

to obtain 20% market share of the organic clothes industry by 2012 and to increase sales with 30% during 2011 – 2013;

to expand in other countries from Eastern Europe;

B.Presentation of the current situation2.Vision ,mission, values, general objectives

B.Presentation of the current situation3.Analysis of the environment

External EnvironmentMacro environment Micro environment

Natural environmentEconomic environmentTechnological environmentDemographic environmentSocial environmentPolitical environment Cultural environmentInstitutional environmentGlobal environment

Clients CompetitorsProduct Suppliers and Services ProvidersLabour Force SuppliersPublic Authority


Porter’s Five Forces Model



Organisational Chart

B.Presentation of the current situation4.SWOT Analysis

Strenghts

Health of the consumer and of the environmentPotential market

Weaknesses

Unknown conceptExpensive production

Opportunities

“Green movement”NGOsRoamnian and international fashion collections

Threats

RecessionRomanian youth population decreasingNo Romanian culture for eco products

5. SegmentationGeographic segmentation - Countries: our products will be sold only in

Romania in different regions and cities- Regions: Muntenia, Oltenia, Banat, Moldova,

Transilvania and Dobrogea- Cities: Bucharest, Timişoara, Cluj-Napoca,

Craiova, Constanţa, Braşov and Iaşi.- Population density: urban- Climate: temperate continental climate regions

5. Segmentation

Psychographic segmentation Eco-Chic produces clothes for young people

that have a healthy lifestyle. They are convinced that it іѕ nοt very difficult tο mаkе a switch tο natural clothing.

They have a strong personality and started wearing “green clothing” bесаuѕе tһеу аrе increasingly worried аbοut tһе chemicals being used іn standard clothing items.

5. Segmentation

Demographic segmentation-men, women and teenagers-women ranging from 18 to 35 years of age-middle to middle high income group

Behavioural segmentation - it is easy to understand the hazards of

ordinary clothing on our skin - people are growing conscious of the

environment and their own health

6. TargetingThe company is addressing to one segment (niche): the

young people that want to protect the earth, while taking care of their own skin and health.

Eco-Chic has an undifferentiated approach and targets customers that are interested in high fashion and want to be up to speed with the latest fashion trends but also want to wear high quality materials.

Eco-Chic strategy launches its outlets in high profile locations and provides customers with a turnover time of 4-5 weeks for its new collections made available at a fraction of the couture cost.

7. PositioningThe main differentiators of Eco-Chic are:- the quality of the materials that uses: organic cotton,

organic hemp, organic wool, kapok, silk- attractive prices in comparison of the organic collections of

its main competitors- low production cost that gives the opportunity of selling

clothes at affordable prices for young people with middle income

The similarities of Eco-Chic with its competitors are:- the company’s collections are up-to-date and fashionable- it launches collections every season- it uses promotional campaigns

Marketing ObjectivesEco-Chic wants to obtain 20% market share of the

organic clothes industry by 2012 and to increase sales with 30% during 2011 – 2013.

The company wants to launch about 11,000 new items per year.

The company is attempting to change the perception of eco-friendly clothing being not fashionable to it being perceived as chic, streetwear.

In the next three years, the company wants double its number of customers and to increase brand awareness.

Marketing Strategies

Eco-Chic has planned some alternative marketing strategies for the future:

- to expand the business and to open new production centres abroad.;

- the company takes into account the franchising strategy;

- to consider a joint venture with a similar company from its branch.

Documents

Eco-Chic